This volume shows how advertisers can effectively control agency costs without sacrificing creativity. Harding profiles companies that have effectively enforced accountability on their agencies and demonstrates proven internal systems for controlling the advertising process--from the initial spending plan through the final examination of actual costs. All major categories of spending receive thorough coverage: television, print, talent, and media.This volume shows how advertisers can effectively control agency costs without sacrificing creativity.
|Title||:||Making Creativity Accountable|
|Publisher||:||Greenwood Publishing Group - 1991-01-01|